UX Copywriter and Creative.
Approach
Each step in your user’s journey deserves specific language, through dedicated writing. I’ll help you say what’s needed, when needed.
Live theater. Television. UX Copywriting. I use language to convey value across mediums.
Background
UX Case Study: To&Fro
To&Fro is an app focused on simplifying end-to-end travel logistics while fostering a community of travelers. I was tasked with crafting the voice of the app, and then applying that voice across our web copy, including a complete revamp of the company tag line (featured at the bottom of this page). I continue to craft microcopy for components within the app itself, write To&Fro’s Social Media Executions, and create long form in-app content like blogs and articles.
The founders wanted the voice of To&Fro to be witty. I pitched that said wit should support our credibility as travelers. For our donation page I crafted Now Boarding as a headline suggesting we are accepting small money donations in the parlance of airline travel. I then collaborated with our visual design team to create the split flap display evocative of airports or train stations.
The founders wanted the copy here to highlight that we are a unlike other travel apps, but I advocated that new without specific benefit was arbitrary. Through iteration though I realized that in collaboration with our visual designers we could achieve both succinctly. I wrote the copy as Travel Differently Better, denoting in a Figma comment that differently should have a strike-through. This suggests we are a new way to travel, but more importantly? A better way.
We’re a casual, conversational brand but we also put a premium on credibility. You in? has a bit of a forced colloquial quality, and so I edited this headline to Ready to take off? as a fun, travel-centric alternative. I also changed the microcopy which allows users to change the method of communication. Prefer email solved for two issues. It uses less words therefore creates less cognitive burden, and it sounds more conversational.
Our about us page had a strong start. Discover our story is in line with the brand voice, and reminds the audience of the sense of discovery that we as a travel brand aim to cultivate. The sub heading however was a bit clinical and impersonal. Almost like a brochure at an academic conference, which is to say, not as fun as planning a vacation. I wrote Discover Our Story, Before Writing Your Own as a way to invite the user into the sense of adventure.
It’s often best to be brief but that doesn’t necessitate being callous. When users are confused, the help we offer should illicit relief. With this in mind, I added some warmth to the frequently asked questions headline and altered the sub-headline, adding wherever you are, find help here. This reinforces our brand by assuming the reader may be currently traveling while achieving the goal of relieving negative feelings. They have found help. It’s right here.
I also added a comment on Figma that it would be cool if we could find a call flight attendant button as the button to link to the questions below. It took more work than you might guess but our talented visual designer was able to mock up a call button to bolster the conceit and tone of the page.
Original Copy.
Before.
After.
One of my first tasks with To&Fro was to update our Tag Line. I wanted users to feel that travel will be easier with To&Fro in the same way it would be if they sought advice from a trusted, knowledgable guide. There’s no need to be a cheerleader, the travel is the exciting part. The app just helps you get where you’re going.
You may also notice the CTA changed from app store icons to join waitlist. This is the brand launch site meant to go online while the app is still in development, so should a user follow a link to the app store they’d be disappointed to find it is not available. That’s a problem. I caught the mistake, bumped a UX designer, and we decided that guiding users to our waitlist would be the most beneficial at this stage of the user journey.
My CV
As a UX Copywriter for To&Fro I touch all written content across both our brand release webpage and our app release webpage as well as every frame of the user journey within the app. I created a content style guide, including tenants of brand, a tone map, and a tone in action chart which continues to be used by the comms team to adhere to a consistent standard. I collaborate with UX Design and Visual design to determine best practice IA, microcopy for buttons, UI Labels, CTAs, and headlines. Simultaneously I craft multiple weekly social media executions, some of which are the highest performing executions the brand has released.
I have also worked as a copywriter for Softway on a project for the global, billion dollar company Daikin. The project entailed writing multiple interactive scripts for a niche audience which translated complicated climate data into engaging and entertaining stories.
While totally unrelated, I once co-wrote a musical about Panera Bread which was the opening act for the late Gilbert Gottfried. It’s been a wild ride. Drop me a line and I’ll tell you about it.
About
All works on this site are the property of my clients and are featured here with their express permission.